MatchLogic Launches Intelligent Targeting Service

  |  October 7, 1998   |  Comments

Excite's MatchLogic Inc. in Colorado launchedTrueSelect, a new service that it said "redefines intelligent targeting in thedigital marketing space," by providing advanced one-to-one anonymous customertargeting capabilities.

Excite's MatchLogic Inc. in Colorado launched TrueSelect, a new service that it said "redefines intelligent targeting in the digital marketing space," by providing advanced one-to-one anonymous customer targeting capabilities.

TrueSelect directs banner ad or daughter window content to specific users, so a company can focus an online ad campaign to precisely the audience it desires, the company said.

Four types of information are collected to learn about users--location, demographics, search engine keywords, and browsing preferences.

"Intelligent targeting does not exist without measurement. It's more than using the latest, hot software. You've got to have better data in the software to begin with," said Steve Willett, MatchLogic's director of advanced targeting. "With TrueSelect, we collect and process extensive information describing Internet users so our advertisers know who's out there and what kind of ads they want to see. Then, we provide precisely the right message to the right audience at the right time7"

TrueSelect supports four types of anonymous targeting:

  • Geographic - Information about an individual user's location, based on their ISP address.
  • Demographic - Information such as gender, age, income, presence of children, marital status, and education, obtained from user registrations or opt-in mailing lists.
  • Keywords - Keywords entered into a search engine are recorded and processed to determine what a user's interests are.
  • Intender (behavioral) Targeting - MatchLogic works with its clients to model and build specific profiles of online behavior. When users carry out any of several pre-defined activities on client sites, such as clicking certain icons or visiting certain pages, the behavior is flagged and used to determine what the user's interests are.

Anonymous behavioral information is processed offline by a variety of advanced modeling technologies, and used to form a comprehensive database of user profiles, each assigned an anonymous code number, the company said. When this "anonymous profile" is used in conjunction with advertiser data, MatchLogic can determine precisely which users would be interested in any particular advertisement.

When users visit any of MatchLogic's network of nearly 1,000 client sites, they see advertisements from these clients only if the user meets pre- specified criteria.

TrueSelect also can be used in conjunction with MatchLogic's TruEffect tracking service, which reports sales and conversion rates beyond the click- through, thus offering a true ROI measurement package, the firm said.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

ClickZ

Articles written by ClickZ's staff.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...